Monarch Reserve is a creative studio for owner-operated businesses. We start by learning who your regulars are and why they keep coming back. Then we design an identity around that.
Our Story
Monarch was founded by Joshua Furey-Stilson in early 2023 as a creative studio.
Monarch was conceived in Lake George, New York, where the Furey family has spent their summers since 1963. The idea started there: creative work meant for a moment, and the people in it. The kind of thing you keep without meaning to, like a rock from the shoreline you never threw out.
The rest is in the name.
Monarch, the butterfly: one migration takes several generations to finish, so the journey outlasts any single traveler. A symbol of hope, and on Día de los Muertos, the returning souls of the dead.
Reserve, a place stocked to protect and provide.
Finn Petti and Joshua have been friends since grade school, both raised in Cleveland Heights and both Ruffing Montessori kids. She joined in early 2024 and today is Co-Founder & Brand Strategist.
About
Monarch didn't start here. It started in merchandise for creators, grew into commercial and industrial work, and eventually our own in-house brands. For a while, the bigger work was the whole point.
In early 2026 we sold it. The commercial arm, the labels, all of it. Not because it failed. It just wasn't the thing. Years of scaling taught us how production and sourcing actually work, and what happens to craft when the client gets big enough to stop caring who made it. So we came back to the work that started this: creative design for the little guy, the owner who still knows every regular by name.
What we do
Branding
Visual identity
Campaign creative
Illustration
Art direction
Seasonal brand refreshes
Photography
Packages
Mark
$450 · ~1 week
A real logo, done right. For the owner who needs an identity, not a whole system yet.
Includes:
+ Custom logo + one secondary mark
+ Wordmark variation
+ Color palette
+ Type selection (primary + secondary)
+ Favicon
+ All source files + web/print-ready exports
Identity
$1,800 · 2–3 weeks
The full brand, built around your regulars. Our core package and where the real work lives.
Everything in Mark, plus:
+ In-person research — we stop by and get a feel for the place
+ Full design system (logo suite, color, type, spacing, usage)
+ Brand guidelines document
+ One applied piece — signage, a shirt, or social templates
+ Business card / contact layout
The Works
$4,200 · 4–6 weeks
Everything handled, start to finish. For the owner who wants the whole thing built and ready to run.
Everything in Identity, plus:
+ Extended merch line (3–4 pieces)
+ Print collateral — menu, flyer, or packaging
+ Full social kit (templates + launch assets)
+ Illustration set custom to your business
+ Complete brand guidelines built to hand off
Seasonal Sets
$400 / season · $1,400 / year
A brand that changes with the calendar instead of sitting still. Add-on to any package, or standalone for a business we've already branded.
Per season:
+ A seasonal edition of your logo
+ Refreshed social + campaign art
+ One seasonal merch piece or print item
À la carte
Brand
Logo / wordmark — $450
Additional logo variation or secondary mark — $150
Full design system (color, type, usage) — $600
Brand guidelines document — $400
Favicon — $75
In-person research + brief — $500
Design & Illustration
Custom illustration — $250 each
Shirt / apparel design — $200 each
Merch piece (hat, sticker, tote, etc.) — $150 each
Print collateral (menu, flyer, poster) — $250 each
Packaging design — $500+
Social template kit — $350
Ongoing & Other
Seasonal refresh (one-off, no subscription) — $450
Website — quote-based
Anything on this menu can be added to any package if it's not already included. Packages always beat buying these separately. Trades considered case by case. Rush timelines available for an added fee.
Studio Principles
Regulars first
Custom always
Little guy, best work
Good over big
Seasons change